R.J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?
A) Generic
B) Individual
C) Family
D) Line family
E) Brand extension
Question 2A price developed in the consumer's mind through experience with the product is called a(n)
A) external reference price.
B) value-price guideline.
C) frame of reference.
D) internalized price.
E) internal reference price.
Question 3When a cell phone manufacturer uses a policy of naming each of its phone products differently, such as the Neon, the Star, the Fanfare, and the Illusion, this strategy is called ____ branding.
A) brand-extension
B) family
C) differentiated
D) individual
E) new-product
Question 4To gain market share, when Hyundai first entered the U.S. car market it did so with a comparatively low pricing strategy. One of the negative side effects of making this pricing decision is
A) a negative impact on consumers' perceptions of quality.
B) difficulty lowering the prices later.
C) a high return on investment level affecting tax balances owed.
D) poor survival chances.
E) higher developmental costs.
Question 5Which of the following types of products would be the most difficult to brand?
A) Oatmeal
B) Soap
C) DVD players
D) Automobiles
E) Tax preparation services
Question 6Generally, customers are most likely to rely on the price-quality association when
A) they cannot judge the quality of the product for themselves.
B) the product is a well-known brand.
C) customers can judge the product's quality for themselves.
D) the product is purchased through the use of the Internet.
E) products are being purchased from well-established retailers that are familiar to customers.
Question 7Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this?
A) Mrs. Butterworths
B) Charmin
C) Bic
D) Crispix
E) Kleenex
Question 8The degree to which the price of a product enhances a customer's satisfaction with the purchase experience and with the product after the purchase is part of their
A) response.
B) reference.
C) interpretation.
D) price satisfaction.
E) price-consciousness.
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